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On 11 July 2013 the OECD Council adopted a revised Recommendation Concerning Guidelines Governing the Protection of Privacy and Transborder Flows of Personal Data (“Privacy Guidelines”). This revision is the first since the original 1980 release of the Guidelines and arises out of a call by Ministers in the 2008 Seoul Declaration for the Future of the Internet Economy to assess the Guidelines in light of “changing technologies, markets and user behaviour, and the growing importance of digital identities”.